Born and based in Buenos Aires, Julian Bedel is an artist, luthier, musician, designer and entrepreneur. By age 20, and without any formal education, Bedel created a consulting firm as well as a web design and programming company. He co-founded HELP Argentina and Sociedad de Arquitectura Sustentable, two social organisations specific to Latin America. Early experiences, such as helping to create concepts for the Faena Hotel in Buenos Aires and the MALBA Collection, gave Julian insight into the art behind cultural branding. Bedel is always concerned with giving more consistency to a brand or refining an industry. Recognizing a lack of cultural identity in the fragrance industry, Julian decided to found Fueguia 1833, which differentiates itself as one of the few laboratories in the world that integrates all its aspects, from research to distribution.